Amazon is currently experimenting with a new feature called the “Buy for Me” button, which enables users to purchase items from third-party sites directly within its mobile app. This innovative tool leverages agentic AI technology to facilitate transactions on behalf of consumers.
In the previous month, Amazon began testing a functionality that directed users to external brand websites for products that it did not carry. The new “Buy for Me” feature streamlines this process by allowing customers to remain within the app while handling all payment and shipping details automatically. It operates on Amazon’s Nova AI system, which has been enhanced with a new model for executing tasks in user browsers, in addition to Anthropic’s Claude system.
Upon selecting an item that is compatible with the feature, users will view product specifications within the Amazon app. By clicking the “Buy for Me” button, an Amazon checkout page will open, enabling verification of payment information.
Following this, Amazon’s AI will securely transmit your encrypted personal information, including name, address, and payment details, to finalize the checkout on the respective brand’s website. It is important to note that the company will not have access to past or separate orders made on third-party sites. While users can track their orders through Amazon, customer service and return processes must be handled through the original brand’s website.
It remains uncertain whether Amazon will earn a commission from purchases made using the “Buy for Me” feature, although third-party brands can choose to opt out of participation. Currently, this feature is available to a limited group of users in the United States on both iOS and Android platforms. Amazon is also conducting tests with a select number of brands and products, with plans for broader rollout anticipated in the future.
